Google Shares New Updates on AdWords Quality Score
Businesses that run AdWords campaigns are likely very familiar with their Quality Scores (perhaps even a bit too familiar with them, to the point of obsessing over these grades). If they aren’t, they should be.
For those who aren’t aware, a Quality Score rates how well your AdWords ads are doing. Google ranks each of your keywords based on how relevant and useful they are viewed to be. The higher your Quality Score, the more relevant and useful your ad will be, as judged by Google.
This knowledge is important, and not just so you can feel confident (or not) about the effectiveness and success of your pay-per-click campaign strategy. This score has an important impact on your results and budget. You might think of it in terms of a credit score. The higher your credit score, the more favorable terms you will get from lenders and credit card companies, and the wider your choice of options will be. Similarly, your Quality Score affects the price you will pay for ads and can impact their odds of success because the components of your Quality Score also determine, in part, your Ad Rank.
Just as some businesses and webmasters can’t resist checking their visitor stats on Google Analytics, advertisers often feel the need to compulsively monitor their Quality Scores. Scores are assigned on a curve, meaning you are “graded” on how you perform compared to others. This means of course that not everyone can be at the top, which fuels the competitive aspect.
As with many things involving Google, the exact details of how Quality Score works have always been somewhat mysterious. As a result, a lot of guesswork and assumptions often came into play. Recently, Google attempted to clear things up by releasing materials geared toward clarifying Quality Scores and providing new, updated information.
In the whitepaper, Settling the (Quality) Score, Google offers insight as to what does and doesn’t affect your score, which can help you decide where and how to focus or adjust your efforts. For example, a user’s device does matter, so you’ll want to consider how best to target mobile users and optimize your mobile landing pages.
The paper also seems designed to keep people from becoming too fixated on their scores, reminding readers that “you should pay attention to Quality Score but not make it a primary obsession.”
Still, we know that many advertisers have anxiety about Quality Scores and other parts of their AdWords campaigns. KEO Marketing specializes in handling paid online advertising campaigns, and we can identify ways to improve your strategies and boost your Quality Score.